This study provides a summative content analysis and framing analysis of 15 of the top 20 corporate websites identified on the 2010 DiversityInc Survey as “top-ranked” in diversity management, to assess how diversity is framed by organizations ranked highly in diversity criteria and to gain a better understanding of linguistic and semiotic consistency in diversity rhetoric and framing. Findings reveal three primary approaches in how organizations frame diversity: first, as an organizational asset promoted and preserved through its human resources and corporate values; second, as a driver of business excellence and competitive advantage; and finally, as a structural mechanism supported by diversity and inclusion initiatives such as employee mentoring, networking, diversity training, and institutionalized governance. While these mechanisms themselves are questionable in terms of their actual results in increasing levels of diversity and inclusion, corporate websites serve as symbolic and necessary contemporary representations of impression management among stakeholders, stockholders, and employees. Additional findings highlight a high level of consistency in linguistic and semiotic use regardless of organization type, industry, or intended audiences.